The market study is the lifeblood of virtually every project study. This study evaluates CHARITO as an alternative volunteer provider for any types of calamities, educational or medical programs and any other activities that is in need of manpower help, in need of giving priceless efforts and payless hopes. It focuses in determining the demand for the service offer in the Municipality of Manila, Cavite and Laguna.
History studies have proven that Marketing indeed plays a vital role in the success of a business. That’s why Marketing is considered as one of the most important aspects of conducting a Project Feasibility Study. Marketing as defined is the process by which companies determine what product or service may be of interest to the market and strategies to use, communications and developments. This study primarily deals in the evaluation of the market for the proposed project, which establishment of a firm that would possess to cater the needs for such service. This study will identify market, positioning, segmentation, positioning and marketing strategies.
Market Description
Since the proposed business is new entrant, it will be too hard for us to deal or a wide market and like compete with a stable and big charitable institutions that has unique approach with their markets we, the proponents decided to be the first in business in the municipality of Manila, Laguna and Cavite, where there are no existing
competitors and several university and colleges were located; thus sufficient enough to career all their expenses and it will also be easy for us to deal demands on this locale.
Environmental Analysis
Table 3 Geographic Profile of Manila
Manila
Density 42,858/km2(111,000/sq mi) Area 1,474.82 km2(569.43 sq mi)
Climate Tropical
State Urban
This table shows the geographic profile of Manila
Table 4 Geographic Profile of Laguna
Laguna
Density 1,400/km2(3,600/sq mi) Area 1,917.85 km2(740.49 sq mi) Climat
e Tropical
State Sub-urban
This table shows the geographic profile of Laguna
Table 5 Geographic Profile of Cavite Cavite
Density 2,000/km2(5,100/sq mi) Area 1,574.17 km2(607.79 sq mi) Climate Tropical
State Sub-Urban
This table shows the geographic profile of Cavite
Table 6 Demographic Profile of Manila
Manila
Age 18-20, 21-23, 24-26, 27-29, 30-32, 33-35
Gender Male and Female Catholic, Born-Again, Iglesia Ni Cristo, Seven Day
Religion Adventist, Protestant, etc
Nationality Filipino
This shows the demographic profile of Manila
Table 7 Demographic Profile of Laguna
Laguna
Age 18-20, 21-23, 24-26, 27-29, 30-32, 33-35
Gender Male and Female
Catholic, Born-Again, Iglesia Ni Cristo, Seven Day Adventist, Protestant, etc
Nationality Filipino
This shows the demographic profile of Laguna.
Table 8 Demographic Profile of Cavite
Cavite
Age 18-20, 21-23, 24-26, 27-29, 30-32, 33-35
Gender Male and Female
Catholic, Born-Again, Iglesia Ni Cristo, Seven Day Adventist, Protestant, etc
Nationality Filipino
This shows the demographic profile of Cavite Table 9 Psychographic profile of Manila
Manila
Income Below 30,000, 40,000, 50,000
Social status
Lower, Lower Middle, Lower Upper, Upper Lower, Class A or B
Lifestyles Ballenger, Achievers, Integrated
Personality Ambitious
This shows the psychographic profile of manila
Table 10 Psychographic profile of Laguna
Laguna
Income Below 30,000, 40,000, 50,000
Social status
Lower, Lower Middle, Lower Upper, Upper Lower, Class A or B
Lifestyles Ballenger, Achievers, Integrated
Personality Ambitious
This shows the psychographic profile of Laguna
Table 11 Psychographic profile of Cavite
Cavite
Income Below 30,000, 40,000, 50,000
Social status
Lower, Lower Middle, Lower Upper, Upper Lower, Class A or B
Lifestyles Ballenger, Achievers, Integrated
Personality Ambitious
This shows the psychographic profile of Cavite
STP (Segment, Target and Position)
“Segment, Target and Position” (STP) is one of the basic building block of modern marketing (U.S. Small Business Administration, 1980).
Market Segmentation
Market segmentation is a marketing strategy that involves dividing a brand target market into subsets of customers and/or volunteers who have the common needs and applications for the relevant good or service. Depending on the specific characteristics of the service, these subsets may be divided by criteria such as age and gender and other distinctions like locations or income. Marketing campaigns can then be designed and implemented to target these specific customer segments.
Geographic Segmentation
Marketers can segment according to geographic criteria—nations, states, regions, countries, languages, cities, neighborhoods, or postal codes. The geo-cluster approach combines demographic data with geographic data to create a more accurate or specific profile. With respect to region, in rainy regions merchants can sell things like raincoats, umbrellas and gumboots. In hot regions, one can sell summer clothing. A small business commodity store may target only customers from the local neighborhood, while a larger department store can target its marketing towards several neighborhoods in a larger city or area, while ignoring customers in other continents.
Geographic Segmentation is important and may be considered the first step to international marketing, followed by demographic and psychographic segmentation. The use of national boarders is the institutional use of geographic segmentation, although
Demographic Segmentation
We, the proponents divided the market into groups based on their educational attainment, civil status, social status and age as the variables to determine easily the suitable services we offer.
Psychographic Segmentation
The target markets are divided into groups according to their lifestyle, personality and values to better understand. The intent of this segmentation is to identify groups of similar outcomes and potential customers that can prioritize our service.
We, CHARITO’s open for everyone regardless of who and what they are, political persons, artist, children, elders, students, employees, etc. Your status in life won’t change the fact that everyone needs somebody in their lives. The main focus of our project is the willing individuals with an age of 18 up to 20, most commonly female and fortunately single.
Targeting
After segmenting the market based on the different groups and classes, we will need to choose our targets. No one strategy will suit all consumer groups, so being able to develop specific strategies for your target markets is very important. Charito is classified into a:
Undifferentiated Targeting: This approach views the market as one group with no individual segments, therefore using a single marketing strategy. This strategy may be useful for a business or product with little competition where you may not need to tailor strategies for different preferences. Since, we’re the first organization on our targeted locations that is offering a very unique service; we will be having an undifferentiated targeting.
Competitive Positioning
Competitive Positioning is about how the business or the proposed project together with its people will differentiate their offering and create value for the market.
They consider strategies which includes; the market profile which consists the size of the market as well as they identify their major competitors and evaluating them, the customer segments which includes the prospects with the similar needs and wants as well as also understanding the future problems that market faces, competitive analysis, considering the strengths, weaknesses, opportunities as well as the threats in the landscape, value propositioning involves on how operational efficiency they are by showing leadership and giving them the best service and the customer intimacy which create the best solution and service in the mind and heart of the people.